Facebook, comScore Expand Relationship

April 18, 2017Justin Gill

comScore, a company that measures audiences online and in media, said Tuesday it is introducing Facebook (FB) demographic metrics to its existing validated campaign measurement suite. comScore said that beginning in May, it will include measurement of both display and video ads that run on desktop and mobile platforms on Facebook, Instagram and the Facebook Audience Network.

The availability of these new metrics, including demographics, reach and frequency, comes in addition to viewability reporting for Facebook campaigns, which comScore introduced last year.comScore said the new audience metrics allow advertisers and others with transparent uniform measurement across various media platforms.